Amazon cover image
Image from Amazon.com

Marketing management / Philip Kotler, Kevin Keller.

By: Contributor(s): Material type: TextPublication details: Upper Saddle River, NJ : Pearson Prentice Hall, c2006.Edition: Twelfth edDescription: xxxix, 733 [45] p. : col. ill. ; 28 cmISBN:
  • 0131457578
ISSN:
  • 9780131457577
Subject(s): LOC classification:
  • HF5415.13 .K64
Contents:
Part I. Understanding Marketing Management: Chapter 1 -- Defining Marketing for the 21st Century -- Chapter 2 -- Developing Marketing Strategies & Plans -- Part II. Capturing Marketing Insights: Chapter 3 -- Gathering Information & Scanning the Environment -- Chapter 4 -- Conducting Marketing Research & Forecasting Demand -- Part III. Connecting with Customers: Chapter 5 -- Creating Customer Value, Satisfaction, & Loyalty -- Chapter 6 -- Analyzing Consumer Markets -- Chapter 7 -- Analyzing Business Markets -- Chapter 8 -- Identifying Market Segments & Targets -- Part IV. Building Strong Brands: Chapter 9 -- Creating Brand Equity -- Chapter 10 -- Crafting the Brand Positioning -- Chapter 11 -- Dealing with Competition -- Part V. Shaping the Market Offerings: Chapter 12 -- Setting Product Strategy -- Chapter 13 -- Designing & Managing Services -- Chapter 14 -- Developing Pricing Strategies & Programs -- Part VI. Delivering Value: Chapter 15 -- Designing & Managing Value Networks & Channels -- Chapter 16 -- Managing Retailing, Wholesaling & Logistics -- Part VII. Communicating Value -- Chapter 17 -- Designing & Managing Integrated Marketing Communications -- Chapter 18 -- Managing Mass Communications: Advertising, Sales Promotion, Events Public Relations -- Chapter 19 -- Managing Personal Communications: Direct Marketing & the Sales Force -- Part VIII. Creating Long-Term Growth: Chapter 20 -- Introducing New Market Offerings -- Chapter 21 -- Tapping into Global Markets -- Chapter 22 -- Managing a Holistic Marketing Organization.
Tags from this library: No tags from this library for this title.
Star ratings
    Average rating: 0.0 (0 votes)
Holdings
Cover image Item type Current library Home library Collection Shelving location Call number Materials specified Vol info URL Copy number Status Notes Date due Barcode Item holds Item hold queue priority Course reserves
Books Methodist University Library Main General Stacks Reference HF5415.13 .K64 (Browse shelf(Opens below)) Available 27840
Books Methodist University Library Main General Stacks Reference HF5415.13 .K64 (Browse shelf(Opens below)) Available 20705
Books Methodist University Library Main General Stacks Reference HF5415.13 .K64 (Browse shelf(Opens below)) Available 27838
Books Methodist University Library Main General Stacks Reference HF5415.13 .K64 (Browse shelf(Opens below)) Available 27839
Books Methodist University Library Wenchi Faculty HF5415.13 .K64 (Browse shelf(Opens below)) Available 21012

Browsing Methodist University Library Main shelves,Shelving location: General Stacks,Collection: Reference Close shelf browser (Hides shelf browser)

Includes bibliographical references and index

Part I. Understanding Marketing Management: Chapter 1 --
Defining Marketing for the 21st Century --
Chapter 2 --
Developing Marketing Strategies & Plans --
Part II. Capturing Marketing Insights: Chapter 3 --
Gathering Information & Scanning the Environment --
Chapter 4 --
Conducting Marketing Research & Forecasting Demand --
Part III. Connecting with Customers: Chapter 5 --
Creating Customer Value, Satisfaction, & Loyalty --
Chapter 6 --
Analyzing Consumer Markets --
Chapter 7 --
Analyzing Business Markets --
Chapter 8 --
Identifying Market Segments & Targets --
Part IV. Building Strong Brands: Chapter 9 --
Creating Brand Equity --
Chapter 10 --
Crafting the Brand Positioning --
Chapter 11 --
Dealing with Competition --
Part V. Shaping the Market Offerings: Chapter 12 --
Setting Product Strategy --
Chapter 13 --
Designing & Managing Services --
Chapter 14 --
Developing Pricing Strategies & Programs --
Part VI. Delivering Value: Chapter 15 --
Designing & Managing Value Networks & Channels --
Chapter 16 --
Managing Retailing, Wholesaling & Logistics --
Part VII. Communicating Value --
Chapter 17 --
Designing & Managing Integrated Marketing Communications --
Chapter 18 --
Managing Mass Communications: Advertising, Sales Promotion, Events Public Relations --
Chapter 19 --
Managing Personal Communications: Direct Marketing & the Sales Force --
Part VIII. Creating Long-Term Growth: Chapter 20 --
Introducing New Market Offerings --
Chapter 21 --
Tapping into Global Markets --
Chapter 22 --
Managing a Holistic Marketing Organization.

There are no comments on this title.

to post a comment.
Share
Copyright © 2026  MUG Library